The Analysis of XiaoHongShus Marketing Strategy Based on STP Theory under the Internet Era

Competition between China's e-commerce platforms is becoming more and more intense, with many companies trying to enter the market for a share of the pie. As an emerging social platform, XiaoHongShu has already achieved great success in e-commerce and is now one of the most popular social media platforms in China. In this paper, we applied the Segmentation, Targeting, Positioning (STP) theory to analyze the marketing strategy of XiaoHongShu in the Internet era. Our analysis of this platform is about its strategy for market segmentation. Its clear that this platform has a great understanding of its special market, i.e. female market. Then we examine this platform's precise scanning to find young women as its target consumer. This platform uses its social media advantage to connect its consumers and uses big data to find everyone's needs and hobbies. Last but not least, this paper analyses the market positioning, that is, the content community of XiaoHongShu.